E-resources
-
Fatema Tuz Zohora; Choudhury, Nazia; Sakib, Md Nazmus
International journal of marketing and business communication, 04/2017, Volume: 6, Issue: 2Journal Article
As the use of Internet is getting more widespread and people are putting more trust on the Internet-based information, a new form of word of mouth termed as electronic word of mouth (E-WOM) has been developed. People receive E-WOM messages from social media, consumer review sites, discussion forums etc. Researches say that people tend to rely on E-WOM messages as much as they do on personal word of mouth. But what variables influence E-WOM credibility? After conducting an intensive background research on this topic this study has been able to identify certain variables such as E-WOMs quantity, polarity, logic and articulation, source and users prior knowledge/expertise that affect E-WOM credibility. Based on the identified variables a survey was conducted on the students of 10 private and public universities of Bangladesh with a view to measure the effect of those variables on the E-WOM credibility. The regression analysis result indicates the quantity of E-WOM and the source of E-WOM has significant impact on E-WOM credibility. While, the designed model overall with all the included variables came strongly significant in explaining E-WOM credibility. In addition, to measure the internal consistency and correlation of the variables Cronbachs Alpha technique and correlation analysis are also conducted which have brought satisfactory outcome. From a strategic point of view, this study is useful for the modern marketers who want to use E-WOM to promote their products or services. By focusing on the predictor variables which have impact on E-WOM credibility, they can be able to enhance the effectiveness of their marketing strategy with a very cost efficient and a time savvy manner.
![loading ... loading ...](themes/default/img/ajax-loading.gif)
Shelf entry
Permalink
- URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year | Impact factor | Edition | Category | Classification | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Select the library membership card:
If the library membership card is not in the list,
add a new one.
DRS, in which the journal is indexed
Database name | Field | Year |
---|
Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
---|
Source: Personal bibliographies
and: SICRIS
The material is available in full text. If you wish to order the material anyway, click the Continue button.